Factors Affecting for Online Marketing Strategy of Business Development in Malaysia

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.