International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

Internet Marketing and Its Impact on Online Communities

Mohammed Nuseir
School of Management
The World Islamic Science & Education University
Jordan

Abstract
Purpose: The paper explores the role of internet marketing and its potential impact on online community groups
especially on women and children. Internet as independent variable affects online users in different ways that are
dependant variables. However, recent academic investigations have highlighted various negative impacts of
internet on children and women. The research helps to understand the concept of online marketing and how it has
transformed social life structure. Methodology: Secondary research sources have been used to support analysis
concerning with online marketing and its potential negative or positive impact on online community groups.
However, two questionnaires have been used to collect primary information. A larger portion of primary data has
been extracted from hypotheses results that have been tested and checked against hypotheses models. Findings:
The overall result confirms three hypotheses and identifies that there is strong relationship between independent
and dependant variables and internet as independent variable significantly contributes to business growth.
However, internet as independent variable leaves negative impact on online communities especially children and
women. Originality/Value: The research in this paper relays on questionnaires that have been designed to
contact online users to get their view point. The concept of this paper is original and explores the impact of
independent variable on dependent variables in analytical and critical styles.

Keywords: Internet marketing, online marketing, online communities, Social media, Community groups,
Gender differences
Paper type: (Critical review)
1.

Introduction

New trends of doing business online to attract customers to surf online to evaluate the services or products of an
organisation has lead organisations to use online marketing tools to deliver their messages to customers. The trend
to market products online with a blend of online and off line strategies has produced success to companies that are
using online marketing strategies to execute their business in virtual business environment that has no boundaries.
However, the concept of internet marketing merely does not full of advantages but some negatives appear
alongside the advantages of internet marketing. A careful debate on the topic of internet marketing indicates as
defined by Burrett (2008, p. 44) that virtual marketing is a strategic process that enable organisations to carefully
targeting users and getting them to interact with you while they are engaged with the most personal, intimate
medium ever invented. Internet has given more power to control and decide on the basis of information available
online (Belch and Belch, 2009).
The concept of ease and convenience as highlighted by Haver (2008, p. 2) todays younger, more green
shoppers arent going to waste precious money and gas going from store to store looking for just the right item.
They shop online whenever they can, narrowing their choices to one or two items then go to the store to touch,
feel, bounce and check out the actual product to see if it looks the way it was represented online. These concepts
of ease in shopping have lead organisations to launch their own websites to attract customers to explore their
products in details and to evaluate the reliability and quality of their products. Burnett (2008) argues that the
purpose behind launching a website does not merely to provide information about organisational products to
customers but to attract and convince customers to buy products by knowing product specification, characteristics
and benefits. It is a paramount aspect of internet marketing to increase customers strength. Internet marketing
enables organisations to do business in a market that has no geographical boundaries.
176

ISSN 2219-1933 (Print), 2219-6021 (Online)

Center for Promoting Ideas, USA

www.ijbssnet.com

Despite having countless benefits and advantages of online marketing, organisation cannot ignore its
disadvantages. One of the major disadvantages is lack of measureable metrics and it worries to marketers.
However, some other negative aspects such as application of convincing management strategies and online
security threats refrain companies to invest in online marketing and these companies rather prefer to perform their
business with full physical presence in the supermarket (McMains, 2007). Time factor is another element that
creates annoyance among customers. Downloading certain files and access of information concerning with
product quality sometimes annoy a customer who abhor navigation difficulties. Carroll (2002) denotes that human
nature is slow to accept change and with the involvement of technology it rather takes time to accept
technological changes.
1.1 Research Problems
A thorough review of the literate concerned with internet marketing and its impact on communities reveals that
there is strong relationship between different types of variables that include online marketing as independent
variable while online communities emerge as dependent variables. The literature sheds light on the need of
empirical investigation to explore positive and negative impact of internet marketing on different online
communities that involve women and children and childrens use of internet in isolation.
This research paper explores and answers the following questions to produce a better platform to a reader to
understand the impact of internet marketing and its relationship with online communities.
Is there a relationship between online marketing and online community?
Does internet marketing shares any role in business growth?
The negative impact of internet marketing downside practices on online communities.
Is there positive end result because of efficient internet marketing practices?
1.2 Research objectives

To identify the impact of independent variables on online users

To investigate the relationship between internet marketing and internet communities
To address the negative and positive outcomes of dependent and independent variables

2 Literature review
2.1 Internet marketing its relationship with communities and its overall impact on users
The detailed study of literature concerning with internet marketing reveals strong relationship between online
communities and an organisation. Internet marketing strategies have strong influence and impact on online
communities who can be divided into different groups such as men, women and children. Internet marketing, no
doubt is a sheer source of connection between individuals and the organisation providing consumers convenience
of accessibility and ease to explore products using online forums. A rapid growth has been experienced in
different types of online communities such as business-to-business (B-to-B), business-to-customer (B-to-C) and
consumer to consumer (C-to-C) (Pitta and Fowler, 2005).
Internet being a useful and popular source of information provides opportunities to online communities to share
their knowledge and access information on the product of their choice. Knowledge sharing influences marketers
as well because of the availability of online information as it helps marketers to know customers choice and
market trends (Wind, 1976).
2.2 The use of internet by various online communities
The availability of internet at schools, homes and in offices has increased the ratio of its users. The internet usage
by girls and boys is relatively equal at middle school level. However, the case with men and women usage varies
because of the nature of users interests (Bessiere, et al. 2008). A detailed research conducted by Bessiere et al.
(2008) highlights the impact of internet use by different communities as change in social behaviour and
depression. Results of this study highlights that entertainment and information are primary reasons behind internet
use. However, 20% respondents of this research see internet a source to build new contacts based on mutual
interests. This use of online forums helps to reduce users depression and change their overall behaviour. A
similar study carried by Rajani and Chandio (2004) shows differences & effects of information technology use on
different types of online communities. It appears that internet has taken the place of other technologies as it is a
faster medium of communication and source of accessing information.
177

International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

Kraut et al. (1998) argues that various empirical studies conducted on the issues of effects of internet use indicate
that most of the use of internet is associated with isolation as a user intends to establish new contacts using
internet. However, internet does not isolate people from other community members but it leads people to form
new contacts and friends who have online presence. Internet marketing has significantly positive effects on online
users; providing online users ease of access of information, opportunities to compare the price of products and
convenience of searching from home. The growth in internet marketing reveals that it is the result of users trust
as they largely depend on internet marketing in present times. Internet has produced more freedom to explore
different aspects of products and opportunities to compare and to contrast the attributes of a product. The concept
of price is not similar to olden times as internet facilitates customers to check price of the product using online
facility.
2.3 Online advertising
Online marketing is also known as online advertising & internet advertising. Organisations contact customers to
deliver promotional messages by using internet marketing. The use of various online forms such as advertising
banners, pop-ups, online newspapers, magazines and social networks enable organisations to introduce their
products to online users across the globe. Atkins (2003) believes that online surfers require more satisfaction
before they decide to make purchase. It is because they have more opportunities to evaluate online business
performance. The use of e-commerce technology tools enable organisations to satisfy their customers by knowing
their liking and disliking and if they are convinced with online marketing initiatives? Many organisations as
highlighted by Voight (2007) try to launch certain interactive platforms that can not only serve customers needs,
introduce them with company initiatives but also facilitate customers to stay in contact with organisation by
communicating online. One of the primary aspects of using interactive online marketing techniques is to create
loyalty among customers towards certain brands of the company and such interaction can lead to new products
and inspire new positioning and inform marketing programs (Voight, 2007, p. 15). However, marketers can
better exploit market opportunities by innovating online marketing initiatives and by making interactive social
forums more feasible and reliable for customers to trust on company initiatives.
2.4 Impact on purchasing decisions
The impact of online marketing is two ways process that not only affects customers but customers response
affects the organisation as well. This process is known as pre-purchase and post-purchase response of customers.
Riegner (2007) notes that the online marketing of products has received back strong impact in the form of
customers response. There is good deal of change in social behaviour because of internet marketing and because
of the availability of social networks. Heinrichs et al. (2011) writes that internet marketing plays a role of
communication platform between customers and business organisation and effective online marketing changes
customer behaviour. According to Kempe, Kleinberg and Tardos (2003), the key role of internet marketing is to
convey a meaningful message to customers that effectively attracts customers to buy company products.
2.5 Online marketing and customer behaviour change
Understanding consumer's intentions and choice is vital to be successful in business filed. Customer behaviour as
defined by Solomon, et al. (2010, p.6) is the study of processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Market
segmentation appears as one of the primary characteristics of customer behaviour (Lantos, 2011), as this involves,
age, gender and various community groups (Solomon, et al. 2010). The successful online marketing helps
customers to decide and to change their behaviour towards company products (Hawkins and Mothersbaugh,
2010). The decision process involves different critical steps as a consumer evaluates the information and
advertising content if it convinces him/her. Kardes, Cronley and Cline (2011) highlight five preliminary steps that
help a consumer to make purchasing decision.
Problem
Recognition

Information
Search

Evaluation
of
alternatives

Purchase
decision

(Kardes, Cronley and Cline, 2011)

178

Postpurchase
evaluation

ISSN 2219-1933 (Print), 2219-6021 (Online)

Center for Promoting Ideas, USA

www.ijbssnet.com

2.5.1 Online marketing and problem recognition

The first element behind successful online marketing is problem recognition. The desire to buy a unique product
with maximum characteristics is sought by a customer and this sense of a customer needs to be satisfied by strong
and powerful marketing initiatives. However, sometimes certain problems such as poor marketing initiatives and
paying less consideration to cultural, environmental and social factors become the reason of not attracting a
customer (Hawkins and Mothersbaugh, 2010).
2.5.2 Online information search and evaluation
Successful online marketing provides all types of product related information to customers. A customer after
sorting problem search for detailed information and uses different online forums such as social networks,
organisation website and reads reviews online. This helps the customers to evaluate the information (Kardes,
Cronley and Cline, 2011). The evaluation of information and product as Blythe (2008) argues provides chances to
customers to get better and cheapest product that is available online.
2.5.3 Online marketing and consumer purchasing decision
Customer judgement is based on four evaluation processes that lead him/her to purchase a product. This includes
problem solving Information, evaluation of information & product and availability of alternative. By all means
internet marketing is an effective medium to attract customers (Hawkins and Mothersbaugh, 2010).
2.5.4 Privacy issue and online financial transaction threats
Privacy of information is a major concern for online users. Individuals as well as groups show concerns about
their personal information if it shared with third parties. Several surveys indicate that a good number of internet
users are concerned about the sharing and displaying of their personal information to other people.
2.6 Types of online communities and online marketing strategy
The presence of online users on online forums indicate two types active communities namely communities of
interest and communities of practice. Communities of interest include all online groups who have similar interests
to each other and share common values. This type of communities share their knowledge, information and
interests to other online participants. These interests also include political, specific cultural, religious or
geographical interests. These communities keep their presence on social network forums, internet blogs and hence
are a good target for business organisations to introduce them with products or business services. Communities of
interest, by internet marketing view point are useful to get views on products, brands and to know the perception
of potential future customers. The collected information using communities of interest forums supports strategic
decisions of the organisation and assists to improve online marketing strategies (Pitta and Fowler, 2005).
Online communities of practice work in groups; the community members share their ideas and take collective
decision related to certain topic or issue. This approach of practice communities is different from communities of
interest. Online blogs, social networks are popular place for communities of practice to exchange their ideas and
information (Wenger, 1998).
Joy (2006) notes that organisations focus on three diverse aspects of marketing that include, visual, verbal and
touch. However, visual aspect of online marketing is one of the dominant aspects as customers are attracted by
video messages. Verbal marketing takes place in response to online queries or by engaging with customers using
particular online forum. Radio and telephone calls are useful medium of verbal marketing. In contrast to visual
and verbal marketing touch and feel type of marketing is another aspect of traditional marketing that requires the
physical presence of customers.
2.7 Online marketing and gender differences within online communities
Communities of interest and communities of practice involve three types of groups that are men, women and
children. According to Heermann (2010), organisations adopt different marketing initiatives for men and women
as the gender difference plays significant role to alter disliking and liking of a product. According to a study
conducted at the University of Wisconsin, women notice and recall 70% more details in their environments than
do men. This shows as highlighted by Kraft and Weber (2012) that women are more brand conscious than men
hence online marketing initiatives adopted by organisations focus the gender differences as well.
The purchasing decision of men and women is different from each other due to gender differences. Kraft and
Weber (2012) believes that men are short sighted and want immediate satisfaction while in comparison to this
attitude women make purchasing decisions for long term benefits.
179

International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

Due to any such reasons organisations should focus on inventing new tricks to get online customers attention.
Cause marketing as noted by Shayon (2011), is an effective tool to merge into online marketing to attract female
attention. Yoplaits tops have been evaluated effective enough to relieve breast cancer and the sense of
satisfaction increases brand loyalty among female buyers.
Moore (2008) believes that marketers need to change online marketing strategies according to changing social
trends. Recent research supports this notion of change and further highlights that social changes affect the
thinking and behaviour of customers. This largely has altered traditional or typical family dynamics of
purchasing. The concept of women attitude and behaviour is no longer traditional but has changed a lot. Working
women have increased in numbers and the concept of staying at home has declined at greater scale. Any certain
marketing initiatives that focus house wives or mothers only will bring limited number of customers to the
organisation. According to Heermann (2012), a case study of McDonalds suggests that the organisation changed
its online marketing strategy after facing sheer decline in its customers strength. The dominant factor was that
they focused children only and ignored mothers. The new strategy find the woman inside the mom helped them
to get their customers strength.
Roggio (2012) believes that online marketers pay less attention to male buyers rather they focus on women and
children with great interest. It is believed that it is complex and difficult for organisations to engage with male
buyers using social networks while the case with female internet surfers is different. Moore (2008) notes that
men seek enlightenment, they seek experience, they seek success on their own terms, men happily define
themselves as principle-driven and men identify themselves as family-centric. However, recent years witness that
male attitude of doing shopping is changing. Smith (2010) notes that in health care filed men are attracted towards
plastic surgeries and its the result of successful marketing practice that also includes online marketing.
2.9 Online marketing impact on children community
Children as large consumer community promises good revenue for business organisations and recent trends of
using online social networks to communicate with friends appear to be a major element of change in social
behaviours. Online marketers see social networks as opportunity to attract youth customers and market their
products using banner add. Teenagers are greatly attracted to use Facebook, my space, twitter and the availability
of internet on phones has made it convenient for teenagers to stay connected with friends at all times. Recent
study indicates that race and class have no significant impact among children and they share their liking and
disliking to other fellows equally and influence others opinion as well (Buckingham, 2008). Online fashion blogs,
according to Stokberger-Sauer and Hoyer (2009) generate strong impact on teenage boys and girls. Marketing
through online blogs appears as influential and trend setter that also helps to change purchasing decisions.
Buckingham (2008) notes that marketing on cartoons or animated films websites bring countless number of
youth customers for costume industry. Dunlop (2010) believes that fashion blogs attracts not only children but
female gender at a larger scale and for online marketers this is useful platform to influence customers and to
create interest about particular brand. The power of blogs as medium of online marketing according to Schaer
(2011) is not possible to ignore especially when organisations earn good revenue. This situation according to
Owen and Humphery (2009) appears as trend setter for new business entrants who are not familiar with the power
of online marketing and potential men, women and children markets.
2.10 Negative impact of online marketing on online communities
Certain types of negative impacts of independent (internet marketing) variables appear along with positive
impacts on dependent (online communities) variables. Internet is blamed to isolate from one another. However,
there is mixed opinion on this issue. Rajani and Chandio (2004) denote that internet generates few negative
impacts on online communities but cannot be blamed for user isolation. According to Kent (2008), the notion of
trend setting among online bloggers and online service providers especially concerning with fashion industry
creates craze among children and female buyers to shop massively. This generates negative impact on family life
especially on children as they cannot understand weakening financial condition of the family.
Sullivan et al. (2008) note that despite the immense scale of positivity, internet has its negative consequences that
appear as unethical use of internet by some users. The negative impact is always great on users who use internet
in isolation and prefer to be isolated from other community members. Such users ignore online safety rules and
sometimes become victim of online criminals who introduce them with sexual industry and latter attracts users to
join this industry. This situation is extremely harmful for children who cannot distinguish between the positive or
negative use of internet.
180

ISSN 2219-1933 (Print), 2219-6021 (Online)

Center for Promoting Ideas, USA

www.ijbssnet.com

Sexually explicit advertisement on website distracts children attention that disturbs them mentally. According to
Hughes (2000), internet shares a significant role in sexual exploitation of children and women and plays a
significant role to introduce children to sexually explicit material. Organized crime on internet relating to sex
industry has created vast amount of concerns related to internet marketing. However, the negative impact of
internet does not merely associated with sex industry or using internet in isolation but e-risks of e-payments
emerge as significant threat as well. Sullivan et al. (2008) note that online fraud in online transactions, fake
telemarketing and security issues concerning with personal information are certain threats that internet marketing
brings with it and these needs to be focused on to eliminate.

3. The research model and hypothesis

The research model has been designed to investigate the impact of internet marketing on online communities that
appears as impact of independent (internet) variables on dependent (online communities) variables. However,
the research examines the use of internet in context of business growth and how internet plays significant role to
create relationship between the seller and the buyer.
The first category explores the impact of independent variables on dependent variables and determines effects of
using computer in isolation, reliability and authenticity of information that is extracted from online forums,
convenience factor and trust issues. The second aspect of the research is to determine the positive and negative
impact of internet on online communities such as men, women and children. The third group of the dimensions of
independent variables explores the role of internet marketing behind business success.
Dependent Variable:
Chilren's Exposure to Pornographic
Websites
Independent Variable:Efficienty of
internet in expanding marketers
georgraphical access
Dependent Variable:
Chilren's Heavy Access to the Internet

Dependent
Variable- The
Community,
Individual
Users,

Dependent Variable:
Parental Control
Independent Variable: The use of women &
children in the online sex industry
Independent Variable: convenicence of
Internet

Isolation,
Women &
Children's
Safety
Business
Community's
Success

Independent Variable: Online Usage

Independent Variable: Reliabiility of

Internet as a source of info

Independent Variable: Trust

Independent Variable: Effectiveness of

Advertising
Independent Variable: Internet Effeciency in
providing info about customers
Independent Variable: Importance of
Internet marketing to Business Success

181

International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

HO1: There is relationship between independent variables of Internet marketing, such as reliability of internet
info, online interactions, convenience and accessibility, online security and trust, online usage and individual
internet users isolation from their community.
HO2: There is relationship between the Independent variables of Internet marketing dimensional risk factors of
children's heavy access to the Internet, parental control, childrens exposure to pornographic websites, and the use
of women and children in the online sex industry, and Women &childrens safety.
HO3: There is relationship between the Independent variables of Internet marketing dimensions of effectiveness
of online advertisement, internet efficiency in getting info on customers behaviour, importance of internet
marketing in context of business success, efficiency of internet marketing in expanding geographical access to
other markets and business communities.
3.1 The research methodology
The research investigates the role of internet and internet marketing and its potential impact on online
communities that include men, women and children. To generate a balanced argument a sample questionnaire has
been used to conduct the research. The participants of this survey belong to different community groups that
include professionals of business filed, parents and individual internet users. The total population of the survey
has been divided into two samples. The first group is of internet marketers while the second group is of internet
users. Participants of survey include men, women and children. The strength of survey participants is 100 in
number.
3.2 Data collection
Primary and secondary data sources have been used to carry the research. Primary information has been extracted
from two questionnaires distributed to 100 participants using online system. The questionnaire designing include
multiple choice answering and ticking on yes or no options. Three hypotheses have been used to prove research
and results of calculated response provided to confirm if hypothesis statement is confirmed or rejected.
3.3 Descriptive statistics of the first sample
Following statistics have been used for the first sample. A standard mean and deviation have been applied on
questions ranging from 1 to 18. The response to these questions indicates positive attitudes against the asked
questions because their means are above mean of the scale 3.

q1
q2
q3
q4
q5
q6
q7
q8
q9
q10
q11
q12
q13
q14
q15
q16
q17
q18
Valid N (list wise)

182

N
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42

Descriptive Statistics
Minimum Maximum
Mean
3.00
5.00
4.4048
1.00
4.00
3.5476
1.00
5.00
3.8333
1.00
5.00
3.6429
1.00
5.00
3.5476
1.00
5.00
3.7857
1.00
5.00
4.0476
1.00
5.00
3.7857
3.00
5.00
3.4286
1.00
5.00
3.4524
1.00
5.00
4.0238
1.00
5.00
3.8333
1.00
5.00
3.9286
1.00
5.00
3.9286
1.00
5.00
3.6429
1.00
5.00
3.3095
1.00
5.00
3.7381
1.00
4.00
3.2619

Std. Deviation
.66478
.73923
1.41278
1.44529
1.54923
1.27902
1.36064
1.40618
.66783
1.06387
1.27811
1.41278
1.35057
1.35057
1.22617
1.07040
1.46603
.88509

ISSN 2219-1933 (Print), 2219-6021 (Online)

Center for Promoting Ideas, USA

www.ijbssnet.com

Under given statistics have been gathered from second survey questionnaire and standard deviation shows
attitudes of participants who responded to question 1 to 8. The overall positive outcome has been indicated in the
table.
Descriptive Statistics
N
a1
13
a2
13
a3
13
a4
13
a5
13
a6
13
a7
13
a8
13
Valid N (list wise) 13

Minimum Maximum Mean

Std. Deviation

3.00
1.00
1.00
1.00
1.00
4.00
1.00
1.00

.72501
1.50214
1.12660
1.11516
1.31559
.50637
1.38212
1.46322

5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00

4.2308
4.3846
4.4615
4.0769
3.3077
4.6154
3.9231
3.8462

Reliability
A Cron bach Alpha has been applied to test the reliability of the scale. The results indicate = .957 for both the
first sample which is positive as it is above than the accepted percentage of .60. It is to note that the first sample
was sent to test the first two hypotheses.
Cronbach's Alpha
.957

N of Items
18

A Cron bach Alpha method has been applied to test the reliability of the scale and the result for the second sample
appears as = .823. It is great as it is above the acceptable percentage of .60. It is to note that the second sample
was used to test the third hypothesis.
Cronbach's Alpha
.823

N of Items
8

3.4 Analysis and Findings:

To test the regression model and hypothesis several multiple regression analyses models have been used to
inspect the impact of independent variables on dependent variables.
H1: There is a relationship between the independent variables of the reliability of internet info, online
interactions, convenience and accessibility, online trust) and the individual internet users isolation.
The results of sample test to test hypothesis indicate a calculated t= 5.801 that is greater than the tabulated t of
2.0195. According to our decision rule we accept H0 if the calculated value is less than the tabulated value and
reject H0 if calculated value is greater than the tabulated value. In our case, we reject H01. This means that there
is a relationship between the internet marketing independent variables and the individual internet users isolation
from their community.
T - Calculated
5.501
N
42

h1

h1

T - Tabulated
2.195
Mean
3.7727

df

5.801

41

Sig. (2tailed)
.000

T- Significant
.000
One-Sample Statistics
Std. Deviation
.86320

Result of HO1
Reject
Std. Error Mean
.13319

Test Value = 3
95% Confidence Interval of the Difference
Mean
Lower
Upper
Difference
.77273
.5037
1.0417
183

International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

H2: There is a relationship between the Independent variables of the internet marketing risk factors of childrens
heavy access to the Internet, parental control, childrens exposure to pornographic websites, the use of women and
children in the online sex industry and Women & childrens safety.
The results of tested hypothesis using a sample test indicate that calculated t= 3.995 are greater than the tabulated
t of 2.0195. According to our decision rule we accept H0 if the calculated value is less than the tabulated value
and reject H0 if calculated value is greater than the tabulated value. In present research H02 is rejected. This
indicates that there is a relationship between the internet marketing independent variables and women &
childrens safety.
T - Calculated
3.995
N
42

h2

T - Tabulated
T- Significant
2.195
.000
One-Sample Statistics
Mean
3.6633

Std. Deviation
1.07592

Result of HO2
Reject

Std. Error Mean

.16602

One-Sample Test
Test Value = 3
95% Confidence Interval of the
Difference

h2

df

Sig. (2-tailed)

Mean
Difference

Lower

Upper

3.995

41

.000

.66327

.3280

.9985

H3: There is a relationship between the Independent variables of effectiveness of online advertisement, internet
efficiency to get info on customers behaviour, importance of internet marketing for business success, efficiency
of internet marketing in expanding geographical access to markets and the business community.
A sample test has been used to test hypothesis and results indicate that calculated t= 5.013 is greater than the
tabulated t =2.1788. According to these results H0 is acceptable if the calculated value is less than the tabulated
value; however, H0 is rejected if calculated value is greater than the tabulated value. In our case, we reject H03.
This means that there is a relationship between the internet marketing independent variables and the business
communitys success.
T - Calculated
5.013

h3

T Tabulated
T- Significant
2.1788
.000
One-Sample Statistics

Result of HO3
Reject

Mean

Std. Deviation

Std. Error Mean

13

4.1058

.79524

.22056
One-Sample Test
Test Value = 3
95% Confidence Interval of the Difference

h3

df

Sig. (2-tailed)

Mean
Difference

Lower

Upper

5.013

12

.000

1.10577

.6252

1.5863

4. Conclusion
The rapid change in business environment has led marketers to adopt certain online marketing strategies that help
them to attract good number of customers. However, the use of internet has generated different positive and
negative impacts side by side. Marketers market their products relying on visual and verbal marketing initiatives
to attract and to engage online surfers.
184

ISSN 2219-1933 (Print), 2219-6021 (Online)

Center for Promoting Ideas, USA

www.ijbssnet.com

This has brought convenience to customers to surf online to evaluate the services or products of their choice.
Shopping from home and evaluation of prices and quality of products with other online marketers though appear
as advantages of online marketing but at the same time using internet in isolation has highlighted various negative
impacts of internet. Childrens acquaintance with explicit sexual material that appear on commercial websites has
flamed the insecurity among parents. Lack of regulations has led criminals to use internet as platform to earn
money from pornography. Privacy breach is one of the predominant aspects of internet marketing that people are
concerned about. However, it is evident that internet marketing as independent variable has strong positive as well
negative impacts on dependant variables that are online community groups and it has reshaped the social life
structure and modernised social life style.

References
Atkins, D. (2003). Use the Net to network, focus sales. Selling, 22(6), 12-13.
Belch, G.E., & Belch, M.A. (2009). Advertising and Promotion: An Integrated Marketing Communications
Perspective. (8th ed.). Boston: McGraw Hill.
Bessiere, Katherine, Kiesler, Sara, Kraut, Robert, & Boneva, Bonka S. (2008). Effects of internet use and social
resources on changes in depression. Information, Communication & Society, 11(1), 4770.
Blythe J. (2008) Consumer Behaviour. THOMSON.
Buckingham, D. (ed) (2008) Youth, Identity, and Digital Media. Cambridge, MA; Te MIT Press.
Burrett, T. (2008). Market online. B & T Magazine, 58(2682), 44-45.
Carroll, L. (2002). The People vs the Interent. Profit, 21(3), 12-13.
Dunlop, E. (2010). All keyed up about fashion. Retrieved from
http://www.nzherald.co.nz/lifestyle/news/article.cfm?c_id=6&objectid=10674866
Haver, K. (2008). Why be on the Internet? Furniture today, 33(17), 2-3.
Hawkins, Del, I., Mothersbaugh, D, L. (2010) Consumer Behavior: building marketing strategy,11th edition. New
York: McGraw-Hill Irwin.
Heermann, T. (2010). 4 Gender Differences in Marketing Approach. Retrieved September 9, 2012, from Market it
Write: http://marketitwrite.com/blog/2010/02/4-gender-differences-in-marketing-approach/
Heinrichs J.H, Jeen-SU Lim and Kee S. L. (2011) Influence of social networking site and user access method on
social media evaluation. Journal of Consumer Behaviour, Vol. 10 P 347-355.
http://ezinearticles.com/?3-Customer-Communication-Styles&id=239888
http://www.evancarmichael.com/Branding/69/The-Difference-Between-Men-and-Women.html
Hughes, M. D. (2000) The Internet and Sex Industries: Partners in Global Sexual Exploitation. Technology and
Society Magazine, Spring 2000.
Joy, J. (2006) Customer Communication Styles. Retrieved September 3, 2012, from Ezine Articles:
Kardes F.R, Cronley M.L, and Cline T.W, (2011). Consumer Behaviour. South-Western.
Kempe, D., Kleinberg, J., & Tardos, . (2003). Maximizing the spread of influence through a social network.
Paper presented at the Proceedings of the ninth ACM SIGKDD international conference on Knowledge
discovery and data mining. Retrieved 2012-05-09 from
http://dl.acm.org.bibl.proxy.hj.se/citation.cfm?id=956769
Kent, M. L. (2008). Critical analysis of blogging in public relations. Public Relations Review, 34(?), 32-40.
Kraft, H., and Weber, M. J. (2012) A Look at Gender Differences and Marketing Implications, International
Journal of Business and Social Science. Vol. 3, No. 21. Pp. 247-253
Kraut, R., Patterosn, M., Lundmark, V., Keisler, S., Mukophadhyay, T., and Scherlis, W. (1998) Internet
Paradox: a Social Technology that Reduces Social Involvement and Psychological Well-being? American
Psychologist, 53(9).
Lantos, G.P. (2011). Consumer Behaviour: in action real-life application for marketing managers. M.E. Sharp,
Inc.
McMains, A. (2007). Why clients withhold AD spending online. Adweek 48(33), 6-7.
Moore, R. J. (2008). He Said, She Said: Marketing to the Sexes. Retrieved September 3, 2012, from Dynamic
Graphics & Create Magazine: http://dynamicgraphics.com/dgm/Article/28851/index.html
Owen, R. & Humphery, P. (2009). The structure of online marketing communication channels. Journal of
Management and Marketing Research, 3, 54-62.
185

International Journal of Business and Social Science

Vol. 6, No. 10; October 2015

Pitta, A. D, and Fowler, D. (2005) Internet community forums: and untapped resource for consumer marketers.
Rajani, K. M., and Chandio, S. M. (2004) Use of Internet and Its effects on our Society. National Conference on
Emerging Technologies 2004. Institute of Mathematics and Computer Science, University of Sindh,
Jamshoro, Pakistan
Riegner C, (2007). Word of mouth on the web: The impact of web 2.0 on consumer purchase decisions, Journal
of advertising research. VOL 47(4). 436-447.
Roggio, A. (2012). Obervations on Marketing to Men. Retrieved September 29, 2012, from Practical Ecommerce
: http://www.practicalecommerce.com/articles/3687-Observations-on-Marketing-to-Men
Schaer,
C.
(2011).
The
write
stuff.
Retrieved
from:
http://www.nzherald.co.nz/lifestyle/news/article.cfm?c_id=6&objectid=10714340
Shayon, S. (2011). Cause Marketing Does Affect Brand Purchase.Retrived from on: 28-02-2015
http://brandchannel.com/home/post/Cause-Marketing-Does-Affect-Brand-Purchase.aspx
Smith, S. (2012). What Men Really Want. Retrieved September 9, 2012, from Engage: Men:
http://www.mediapost.com/publications/article/177735/what-men-really-want.html
Solomon, M., Bamossy, G., Askegaard, S., and Hogg, M. (2010). Consumer Behavior: Buying: A European
Perspective. 4rd ed., Financial Times Press.
Stockburger-Sauer, N. E. and Hoyer, W. D. (2009). Consumer advisors revisited: What drives those with market
mavenism and opinion leadership tendencies and why? Journal of Consumer Behaviour, 8(2-3), 100-115.
Sullivan, R. Roberds, W. McAndrews, J, and Braun, M. (2008) Understanding Risk Management in Emerging
Retail Payments.
Voight, J. (2007). Social Marketing Dos and Donts. Adweek, 48(36), 14-30.
Wenger, E. (1998) Communities of practice: learning as a social system, The Systems Thinker. Vol. 9 No. 5.
Wind, J. (1976) Preference of relevant users others in individual choice models, Journal of Consumer Research.
Vol. 3, June, pp. 50-7.

186