Abstract:

Over the last decade corporate advertising web sites have evolved from simple advertising content carriers to advanced interactive multimedia applications that incorporate multiple promotional, advertising and communication strategies. This study focuses on their role as integrated relationship marketing mediums. Specifically, communication, feedback and customer service are examin as key relationship marketing policies of this unique advertising format. Data from 160 undergraduate and graduate students within the department of Applied Informatics were used to analyse their perceptions and requirements towards the three factors in question. Correspondence Factorial Analysis (AFC) was used to examine their contribution to “attitude toward the site” and identify differences of consumers’ behaviour across informational and transformational website advertising.