An empirical study of e-commerce marketing success

This research seeks to examine the factors affecting the success of e-commerce marketing and how they relate to the success of e-commerce marketing in any given firm. It therefore gives a deeper insight to factors such as, total revenue, number of items sold, percent of returning visitors, new account sign up, and customer life value. All measures were based on items in existing instruments and literature. The researcher was measured using 5 point Likert scales where 1 represents “strongly disagree” and 5, “strongly agree.” The research is divided into various sections, each with its main theme. The introduction gives a general overview of what ecommerce marketing is and how it can be achieved. The literature review looks at what different scholars say about the same topic under different dimensions and gives a schematic conceptual framework of the research study. The research ends with a conclusive section that summarizes the major point of the research.