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ANALYSIS OF INTERNET MARKETING IMPACT TO CONSUMER

Robert Stefko, J. Gburova, D. Matusikova

Abstract

Internet and Internet marketing are currently the most used and most effective promotion tools, as well as tools of attracting new consumers in any area of business. In the current strongly saturated market it is also necessary to constantly develop innovative changes and create new markets that encourage consumers to purchase behaviour. Determinant of success is to understand the requirements and desires of consumers and be able to assume their future expectations. An important starting point for understanding the purchasing decisions and purchasing behaviour of consumers is the psychological level of consumer behaviour. Internet and Internet marketing influence the thinking and feelings of consumers in some extent and thus motivate them to purchase. Every company, whether in the field of selling products or services on the market wants to be successful and make due profit, without which using the Internet and Internet marketing is not possible. The present paper reports a theoretical summary and the results of research on the use of Internet marketing in terms of Slovak consumers. The research results were processed on the basis of selected statistical methods. The end of the article refers to knowledge that the Internet and Internet marketing greatly influence purchasing decisions and purchasing behaviour of Slovak consumers in any area that is the reason why they are more and more used.

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DOI resolver: doi.org/10.5593/sgemsocial2018/1.3/S04.058

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