The performance implications of contextual marketing for electronic commerce

  title={The performance implications of contextual marketing for electronic commerce},
  author={Xueming Luo},
Consumers may access the interweb and internet anywhere anytime via wireless devices. The strategy of contextual marketing (CM), or providing customised and contextual information to customers at the point of need in real time, becomes the key to reaching and retaining online customers. This study attempts to empirically explore the new business model of CM and its resulting e-commerce performance in a business-to-consumer setting. Survey data of online users were utilised to examine… CONTINUE READING

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