Journal of Research in Marketing and Entrepreneurship vol:10 issue:1 pages:5-19
It is essential that the effective web-based entrepreneur and SME are aware of how the consumer has used, is using and will be using the internet as a purchasing tool. Recent research suggests that this is not the case. This paper reviews contemporary literature in the field of information and communication technology (ICT); and in particular the internet in relation to web-based purchasing behaviour. Disintermediation has lead to a loss of social interaction as well as personal trust; and these contemporary e-marketing issues appear in a state of flux. The paper is broken into three components: marketing under pressure; the emerging new marketing; and contemporary perspectives; where in each section the utilisation of ICT is explored in its discrete contextual perspective. The emergent trend is towards consumer to consumer (C2C) relationships as well as anthropomorphic interaction and communications between individuals, occurring in computer mediated, rather than “real” environments.