A literature study on factors that influence return on investments for e-commerce websites focusing on visibility mechanisms

Abstract

This study is an investigation of some factors that are believed to have an influence on return on investments of e-commerce websites. The focus is on advertising mechanisms that include search engine marketing and normal web marketing. The literature survey has produced some contradictory statements regarding return-on-investments. Some claims are made of success, while others warn against spending resources on for example banner ads. Further study was done in order to investigate details as to: what are the factors that have major influences on return on investments. As money is invested daily on website visibility activities, a need has also been identified to see these activities deliver on their promises. In this paper, return on investments is defined not only in terms of money, but in terms of awareness. this is because of a strong belief that when a consumer is at a point where they have to make a choice between two brands they are most likely to choose the one that they are more familiar with over the other. these factors include Attitude, Relevancy/congruity, Recall and Complexity.