Intellectual Contribution by Mahmood Hussain

Contribution Title

The Benefits and Effective Application of Audio in Direct Marketing on the Internet

Publication

Journal of Internet Commerce

Co-author

lead author with William Perttula

Year

2006

Description

This paper primarily discusses the benefits of using audio on the Internet. Based on qualitative interviews with Internet experts and review of extant literature on consumer behavior and marketing, it develops a set of recommendations for effective application of audio on the Internet. While these recommendations constitute a set of viable strategies for direct marketing, they also form a set of testable hypotheses for academic researchers. Marketers are now beginning to consider audio as a tool to add value to a Website and to promote brands. Essentially, they offer a basis for future academic experiments aimed at better understanding the impact of audio on the Internet.

Complete Citation

Hussain, Mahmood and William Perttula (2006) "The Benefits and Effective Application of Audio in Direct Marketing on the Internet," Journal of Internet Commerce, Vol. 5, No. 1, pp. i87-100 .

Website

See Faculty: Mahmood Hussain