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Silence of the Web: A Few Effective Ways to Use Audio in Online Marketing

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Mahmood Hussain

Contribution Title

Silence of the Web: A Few Effective Ways to Use Audio in Online Marketing

Conference

International Academy of e-Business 5th Annual Conference

Year

2005

Description

This paper is accomplished through interviews with Internet experts, review of extant literature on consumer behavior and marketing. The two main benefits that sound adds to the Internet are: the emotional responses it generates from the users and the memorability of the brands. Marketers are now beginning to consider audio as a tool to add value to a Website and to promote brands. This paper develops a set of recommendations which Internet marketers may find useful as a starting point. They also provide a basis for future academic experiments aimed at understanding the impact of sound on the Internet.

Complete Citation

Hussain, Mahmood, William Perttula, and Myl

Website

See Faculty: Mahmood Hussain

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