Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

1996/07/01 by Donna L. Hoffman, Thomas P. Novak · 6 citations
Social Sciences · Decision Sciences · #Digital Marketing and Social Media #Technology Adoption and User Behaviour #Knowledge Management and Sharing

paper · doi:10.1177/002224299606000304

Abstract

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.

Citations

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