THE EFFECTIVENESS OF MARKETING FOR E-BUSINESS PLATFORMS

Abstract

As a direct consequence of the rapid rise of social media and E-Business, an increasing number of people are making their purchases online. This pattern has played a role in the creation and expansion of social businesses. The purpose of this study is to get an understanding of the characteristics of marketers, as well as their e- business platform behaviors and the reasons behind such actions, the quality of service that is offered by online marketing, and the factors that impact the adoption of online marketing. The idea that both customers and companies contribute to the value of a social company is known as the value co-creation hypothesis, and it plays an extremely significant role in the research conducted on social enterprises. Within the scope of this paper, we investigate the collaborative procedure of value co-creation and investigate the key factors. The study conduct Descriptive Analysis and then 333 valid questionnaires. The success of internet marketing, its elements and consequences, the reasons why services fail in this medium, and the projected level of service quality in this medium are all topics that will be covered in this discussion as well. Empirical research indicates that consumers' propensity to produce value is positively connected with the quality of a website, reciprocity, and altruism; however, incentive mechanisms have minimal influence on this behaviour. On the basis of this information, we provided the social enterprise with a few specific suggestions.

Keywords: E-business, e- business platform, Online marketing, Marketers.