TITLE:
Impact of Internet Advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe
AUTHORS:
Osama Harfoushi, Bader Alfawwaz, Bader Obeidat, Ruba Obiedat, Hossam Faris
KEYWORDS:
Features of Internet Advertisement; Display Advertisement; Search Advertisement; Classified Advertisement; E-Commerce Sales; E-Commerce Sale in Europe
JOURNAL NAME:
Journal of Software Engineering and Applications,
Vol.6 No.11,
November
5,
2013
ABSTRACT: The stimulus
to carry out this research is to investigate the relationship between internet
advertisement and its features on the total E-commerce sales of the top five
countries of Europe. The units of analysis are the individuals of UK, France,
Italy, Germany and Netherland. Secondary data are collected from the reports of [1] (ADEX, 2010) and [2] (Eurostats, 2011). To empirically determine the
relationship between independent variable and dependent variable in the European context, the
study uses various statistical techniques, including OLS regression and
correlation analysis techniques. The empirical findings indicate that the Internet
advertisement features of search advertisement and classified advertisement have positive significant relationship
with the E-commerce sales in Europe. The empirical findings indicate negative
significant relationship of display advertisement with the E-commerce sales in
Europe. However, this
variable is also justified with the help of literature. Findings also
demonstrate that search advertisement has strong positive relationship and it
generates positive influence for the E-commerce sales as compared to the
classified advertisement and display advertisement. Firms and marketers which
are investing in online advertisement will find these results useful as they
can get better sales and can use these features of online advertisement in
order to maximize the sales of their products and services.