Academic Librarianship and Information Research

Academic Librarianship and Information Research

Analyzing Factors Affecting on Internet Marketing Success in Selling E-books

Document Type : Research Paper

Authors
Morteza Rojuee
Mastooreh Ezzatzadeh 1
Somayyeh Saeedi 2
1 PhD in media Management, Islamic Azad University, Science and Research Branch, Tehran
2 (MSc) in publishing Management, Imam Reza International university
10.22059/jlib.2015.56986
Abstract
Abstract
Purpose: The purpose of this study is to evaluate the impact of internet marketing indices on sales of electronic books and ranking them from the viewpoint of Iran’s electronic publishers.
Methodology: The present study, in terms of purpose is applied and in terms of method is descriptive. In this study, a researcher-made questionnaire has been used for gathering viewpoints of electronic publishers about the determinants of internet marketing success on the sale of electronic books. In 2014, the number of electronic publications is 60 Publishers that due to the limitation of statistical society, the data is collected according to the census.
Findings: Findings of this study showed that variables: easy for the consumer, customer choice right, materials management, production costs and benefits to customers, are respectively the most important factors in selling e-books from the perspective of the publishers of electronic books. This means that design of a multi-purpose website with the search capability and ease of use is the base of Internet marketing in the sale of electronic books. However, the effect of communications with customers and sales support services for electronic books could not be verified.
Keywords
E-Book
Internet Marketing
E-Marketing Mix
Electronic publisher
Selling Electronic Books
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Academic Librarianship and Information Research
Volume 49, Issue 2 - Serial Number 2
Summer 2015
Pages 255-275