Factors Affecting for Online Marketing Strategy of Business Development in Malaysia
Aye Aye Khin *
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Jalan Sungai Long, Bandar Sungai Long, 43000 Kajang, Selangor, Malaysia
Wong Hong Chau
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Jalan Sungai Long, Bandar Sungai Long, 43000 Kajang, Selangor, Malaysia
Chong Shyue Chuan
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Jalan Sungai Long, Bandar Sungai Long, 43000 Kajang, Selangor, Malaysia
Lim Kok Tong
Faculty of Business Management and Professional Studies, Management and Science University (MSU), Section 13, 40100 Shah Alam, Selangor, Malaysia
*Author to whom correspondence should be addressed.
Abstract
Aims: This paper presents the factors affecting for online marketing strategy of business development for publishers (affiliates) and buyers in Malaysia.
Study Design: The research design was a descriptive, correlation, reliability, hypothesis testing, multiple regression and convenience sampling technique.
Place and Duration of Study: Sample consists of adult online users (buyers) with experience on online purchasing regardless of gender, religion, race, and background and education level. This study was conducted in 2013-2014.
Methodology: This study was quantitative analysis using questionnaire. A total of 152 out of 200 questionnaires were completely received from the selected Malaysians above the age of 21 years old. The research conducted a pilot study and analyzed the data.
Results: The results revealed that product commitment and product homogeneity had a significant relationship with the high click through rate of online marketing link. Moreover, online process simplicity and online purchase complexity; cyberculture effect and the need satisfaction had also a significant relationship of fully mediating affect between the high click through rate of online marketing link.
Conclusion: Therefore, this study contributes that factors affecting for online marketing strategy of business development for publishers and buyers in Malaysia.
Keywords: Online marketing strategy, online business, publisher, buyer, Malaysia